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July 2025 Marketing Digest

Retail Partnership Puts Growers Center Stage During California Avocado Month

Albertsons-Vons-Pavilions celebrated California avocados every week during June on the Facebook pages of all three banners, as well as on the Instagram account of Pavilions. 

CAC’s retail marketing team worked closely with AVP to capture content as well as provide branded assets for the month-long promotion. The process began at the California Avocado Grove Tour, which inspired AVP’s digital and social media manager to create videos that would take the retailer’s followers into the grove. 

The month-long series kicked off with a video showing highlights from the tour. In week two, grower John Lamb was spotlighted in a video interview conducted at the grove tour. In weeks three and four, it was about delicious ways to enjoy California avocados, where CAC provided AVP with the O’Hara Family Guacamole recipe and the visually stunning and refreshing to enjoy Avocado, Watermelon and Cantaloupe Salad.

Throughout the month, messaging featured a tribute to California’s 3,000 avocado farmers, their sustainable practices, and their dedication to the land and the crop they grow. 

California Avocado Media Delivers More Than 44 Million Impressions in May Alone

The California Avocado Commission’s 2025 consumer media plan officially kicked off on April 1, and results indicate a strong start to the season. Month-over-month performance has continued to improve with ongoing optimizations. In May alone, digital and social efforts delivered 44.1 million impressions—up from 32.6 million in May 2024—along with 462,000 clicks/engagements and 220,000 website visits.

Key Highlights:

  • Social media efforts emphasizing community-building and trend-driven content generated the strongest engagement; the giveaway post achieved a 23.3% engagement rate—nearly 40% higher than the industry benchmark
  • Email click rate climbed to 1.2%, nearly double the previous month’s; zip-code-targeted emails averaged a 26% open rate
  • Paid search Click Through Rate averaged more than 5%, a 25% lift from April and exceeding the industry benchmark
  • Connected TV (CTV)/Streaming video maintained a strong 96.8% view rate, outperforming the 93–95% benchmark
  • In-person events continued to drive media coverage and spark consumer enthusiasm

CAC Trade PR Efforts Reach More than 1.8 Million in May and June

The California Avocado Commission’s Marketing staff issued three press releases, conducted independent press outreach and responded to numerous media inquiries. These efforts resulted in coverage by notable produce publications including AgNetWest, Fresh Fruit Portal, Fresh Plaza, Morning Ag Clips, Perishable News, The Blue Book Reporter, The Packer and The Produce News. Total reach as measured by the independent media tracking company Cision exceeded 1.8 million in May and June.